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The Not-So-Cookie-Cutter Approach to Building a Startup — 8 Lessons from Zapier
Wade Foster, Zapier’s co-founder and CEO, built a $5B company while raising a total of $1.3M. He did it by ignoring conventional startup advice, questioning every “rule,” and taking paths that most founders wouldn’t dare. Here’s the playbook.
Why Zapier’s Approach Was Different
Zapier didn’t start in Silicon Valley. It started in Columbia, Missouri, far from the traditional tech hubs. That “disadvantage” became a strength: Foster, Bryan Helmig, and Mike Knoop could ignore the usual startup mantras—like “raise as much as possible” or “hire fast at all costs”—and chart their own course.
Foster compares building Zapier to playing poker: know your cards, understand the situation, and don’t follow a rigid rulebook.
- 2012: Remote-first, before it was cool.
- Strategy: Compete for untapped talent outside the Bay Area, gaining an edge.
- Philosophy: Question the conventional wisdom. Build what works for your context.
The Core Philosophy: Be a Plus-One
Foster’s startup mantra? Plus-one: every day, make things just one bit better. No grand gestures required—just showing up, putting in the work, and iterating relentlessly.
Company building is rarely glamorous. Most of it is doing sales, support, and product tweaks hundreds of times, until you’re exceptional. With that mindset, here are the 8 lessons from Zapier:
Lesson 1: You Don’t Need a Boatload of Funding
Missouri didn’t have venture capital knocking on doors. So Zapier learned to grow with minimal funding.
- Reference point: Veterans United, a local company scaling fast without raising.
- Outcome: Zapier raised only one $1.3M round, then never looked back.
Takeaway: Don’t follow “raise as much as you can” blindly. Ask: Does this advice actually apply to my situation?
Lesson 2: Start with Distribution, Not Just the Product
Founders love building. They hate selling. Foster flipped the script:
- Inspired by Patrick McKenzie’s Bingo Card Creator, they pre-built landing pages for integrations before the product existed.
- Result: early traffic, early interest, early insights.
Takeaway: Distribution strategy can make or break a product. Solve the problem and make sure people can find it.
Lesson 3: If You Solve a Real Problem, People Will Tolerate Jank
Zapier’s first customer couldn’t figure out the setup. Foster walked them through Skype.
- Product: alpha-of-an-alpha.
- Outcome: customer still said: “This has changed my life.”
Takeaway: Focus on solving a real problem. Iteration is easier than invention. Customers will forgive early rough edges if the core solution works.
Lesson 4: Don’t Hire Until It Hurts
Fast hiring = fast chaos. Zapier founders did everything themselves first.
- Result: deep understanding of the business, clear expectations for hires.
- Growth curve: 3 → 7 → 16 → 35 → 75 over years, doubling roughly each year.
Takeaway: Hire with intention, not because it “looks good.” Stretch before you expand.
Lesson 5: But Bring in Experienced Managers Early
While slow hiring works, don’t skip seasoned managers entirely:
- First real manager hires: late in the game, after 30–40 people.
- Example: CFO who could do the big picture and the small stuff.
Takeaway: Senior hires are worth it if they roll up their sleeves. Don’t let your no-manager bias cost you.
Lesson 6: SMBs Can Scale to a Massive Business
Forget chasing only enterprise deals:
- Zapier’s focus: small and medium-sized businesses.
- Why: SMBs were the ones actually using the product and asking for more.
Takeaway: Follow the product-market fit cues. Enterprise isn’t always the path to scale.
Lesson 7: Avoid the Roadmap Rat Race
Competitors exist. Customers talk. But don’t copy blindly:
- Listen to your customers first.
- Focus on the marginal customer—the ones who could have picked you but didn’t.
Takeaway: Inspiration ≠ imitation. Keep your north star aligned with real demand, not the competitor’s checklist.
Lesson 8: Stay Honest About Wins and Losses
Good decisions don’t guarantee good outcomes. Bad ones can still lead to wins.
- Check yourself: Are we winning because of smart choices, or in spite of ourselves?
- Same for losses: Bad execution or bad luck?
Takeaway: Stay flexible, keep learning, and don’t let winning streaks harden your judgment.
The Bottom Line
Zapier’s playbook is simple but counterintuitive:
- Challenge conventional wisdom
- Focus on real problems, not hype
- Hire intentionally
- Scale distribution early
- Stay grounded, humble, and iterative
Ignore the cookie-cutter advice. Build the company that works for your context—and show up day after day, plus-one style.
